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Rick and Morty Season 1-3 Campaigns
Project type
Marketing Campaign
Date
2017
On the Adult Swim marketing team I helped propel Rick and Morty from cult favorite to global phenomenon, managing the show’s social channels and collaborating with the in-house creative team, agencies, games, consumer products, and event teams to grow the franchise across multiple touch points. I managed integrated paid media campaigns spanning TV, digital, social, OOH, performance, and audio, growing the audience with provocative, word of mouth generating creative. From surprise episode drops on social and Comic-Con activations to creating viral online content like the Rickstaverse and developing exclusive content with the production, I helped turn every season into a cultural event. By Season 3, the franchise grew to a global phenomenon and Adult Swim was the epicenter of fandom.
Two highlights (truly viral moments amongst many):
- McDonalds re-released the discontinued Szechuan sauce that the show referenced in the Season 3 premiere - demonstrating the power of the franchise and fandom.
- To launch Season 1 we landed Rick and Morty’s spaceship in NYC in front of the Flatiron building, causing many early fans to lose their minds.
